Consumer OutreachSmart Shoppers
Communicating the importance of vision care and vision care products to consumers is a priority for The Vision Council. The main audience for our consumer outreach is women 35-54, as they are the primary decision-makers for their families.
Through media relations, marketing materials, online outreach, special events and partnerships, we make sure that all consumers hear about the importance of taking care of their vision.
Throughout the year, The Vision Council proactively pitches the media on vision care-related topics, such as computer eye strain, protective eyewear, ultra-violet protection, children's vision care and more. Targeted media outreach allows us to create a message that will resonate with consumers, encouraging them to schedule an appointment with an eye doctor and educating them about the options in eyewear.
The Vision Council provides consumers with vision care and vision care product information on www.thevisioncouncil.org and www.eyecessorize.com, and through targeted advertising campaigns, an active social media presence (such as the Eyecessorize blog, Facebook and Twitter), and search engine optimization, we are able to increase traffic to our websites. In addition, The Vision Council also works to supply eye care content to websites lacking this information.
Partnerships and Special Events
The Vision Council has experienced tremendous success in partnering with like-minded organizations to educate consumers about vision care. We partner with groups such as AARP, Reading Is Fundamental, the National Association for Sport and Physical Education, Rock 'n' Roll Marathons, and Speaking of Women's Health, among others. Partnerships are customized for each group we work with, whether it be distributing PSAs or direct mail pieces or sponsoring local events.
All medical-related consumer content is approved by the Better Vision Institute, The Vision Council's medical advisory board.